As one of the perks of being one of Japan’s smaller car makers, Mazda enjoys the freedom of putting a little personality into the design of its cars. Some have earned cult followings (read: the MX-5 Miata) while others have been panned. But Mazda isn’t about satisfying everyone anyway, according to Seita Kanai, the executive vice president at Mazda in charge of brand development.

“Frankly, some consumers say, ‘I don’t like this grille.’ But with the Mazda brand it doesn’t necessarily have to be the case that 10 out of 10 people all like the design.